Jamaica Sets Ambitious Visitor & Revenue Targets
The Jamaican Ministry of Tourism, led by Minister Esmund Bartlett, has embarked on the first phase of a global marketing blitz designed to elevate visitor arrivals and tourism revenue for the coming years. The campaign focuses on reinforcing Jamaica’s position as a premier Caribbean destination.
Officials have established aggressive goals: hitting new milestones in total arrivals and pushing average spend per visitor upward. The push aims to ensure that Jamaica not only recovers from global tourism turbulence but also leaps ahead in competitiveness.
The strategy involves strengthening air routes, enhancing direct access from new source markets, and expanding promotion in regions like Latin America, Europe, and Asia. The policy also connects with destination experience upgrades—improving infrastructure, attractions, and ancillary services.
Jamaica has already enjoyed strong recognition: it was recently named Caribbean’s Leading Destination at the 2025 Caribbean World Travel Awards. That recognition strengthens its promotional narrative abroad and supports confidence in the market.
To sustain momentum, stakeholders are coordinating on workforce training, tourism product innovation, and sustainability measures to ensure growth can be handled without degrading the visitor experience or natural assets.
If Jamaica hits its targets, the island could solidify its leadership in Caribbean tourism, capturing more high-yield visitors while also supporting inclusive growth across communities.
